What ASO (App Store Optimization) Represents
The collection of application stores is continuously expanding and being enriched with interesting novelties on a regular basis. Just imagine, over 100,000 applications are added monthly to the App Store and Google Play. Developers believe that people are capable of independently separating the grain from the chaff, yet they are deeply mistaken.
In the conditions of such intense competition, achieving success without utilizing the main promotion instruments is practically impossible. Let’s break down in detail what ASO (App Store Optimization) represents and explore real ways to make the promotion process more effective.
ASO – What is it…
ASO optimization is a method of search optimization that helps applications reach the top positions in application stores like the Apple Store or Google Play. The abbreviation ASO stands for Apps Store Optimization, which means optimizing applications. The essence of this approach is to methodically and comprehensively promote a mobile application with the aim of expanding its user base and improving statistical indicators.
The Difference Between SEO and ASO
Often, ASO and SEO are confused with each other. These are indeed two very similar promotion methods aimed at increasing traffic and visibility of a specific object against the backdrop of the general mass. However, SEO specialists and ASO specialists pursue slightly different goals through various paths.
Web resources and mobile applications are ranked differently. If in the former, backlinks and commercial metrics play a huge role, in the latter, criteria such as download frequency, visit regularity, deletion rates, and so on, take center stage.
What Makes ASO Valuable?
Today, users can obtain information about the launch of a new, interesting application from a huge variety of sources, for example, from Telegram channels, social media recommendations, or media platforms. However, users tend to rely on accessible positions in Google Play or the App Store.
Usually, people stop their choices on those applications that are in the top 5 of the search result pages or in thematic selections. Based on this fact, several conclusions can be drawn about the importance of ASO methodologies.
Benefits of This Approach
With the help of ASO, one can address several issues instantly:
- Increase the “value” of the application in the eyes of the algorithms of stores;
- Enhance organic traffic;
- Demonstrate to users the real value of the product;
- Implement a comprehensive set of optimization measures with minimal financial investments.
How to Improve App Rankings in Mobile Stores?
Optimizing a ready-made internet product is a complex, multifaceted process that web developers cannot self-regulate from start to finish. Specialists are capable of highlighting every technical detail, properly drafting headings, and adapting the content to specific tasks. However, the listed factors continue beyond the capabilities of web masters to be influenced, as everything depends on how the audience perceives the proposed product:
- Frequency of installations;
- Dynamics of the program’s activations;
- Rate of uninstalls;
- Volume, as well as specific comment metrics and client reviews.
To ensure that the application aligns with external design and internal content accurately mirrors reality, testing launches of applications with the participation of real people is necessary. Once all bugs in the application are eliminated, and the design and content are refined, it is advisable to turn to ASO specialists. This way, excellent results can be achieved in a short period regarding the promotion of your product in the selected market niche.
Main Steps of ASO
ASO encompasses a complex and sequential movement towards a specified goal. To elevate an application into the top rankings of Google Play, the App Store, and to maintain attained positions, it is essential to consider not only the interests of real users but also the principles of ranking algorithms. Actions should be methodically performed:
Create a Semantic Core
To begin, outline the simplest words related to your thematic area. Then, further supplement this list with synonyms, using trending phrases from popular competitors or employing automated services such as Google Trends, AppFollow, and others.
Optimize the Text Block
Craft the title, focusing on the guidelines of the major stores. For instance, in Google Play, titles can be up to 50 characters long, while App Store limits them to 30. Remember that the title should be creative and unique, while also including the most relevant target query. It’s worth using keywords in the subtitles as well as in specialized sections dedicated to the description of the application.
Optimize Visual Elements
Icons should factually represent the company’s logo; they can capture user interest while also possibly repelling it. When creating this visual element, it is essential to consider the following nuances. First, make the icon simple but memorable. Second, limit the palette to a few colors (no more than three). Third, avoid deviating from your brand’s aesthetic; maintain a stylistic line throughout.
To ensure that the icon is “working,” suggest evaluating its design by potential clients. It’s also advisable to create the image in several variations since each store has its requirements.
Typically, the description of the application is accompanied by corresponding screenshots. Statistics show that the most glanced-at images are the first three pictures. It’s necessary to ensure that the images are of high quality, and information on them is easily readable, while fully revealing the essence of the application and its exceptional possibilities. Pages of “niche” applications should correspondingly showcase thematic videos dedicated to exploring the app’s features or other functionalities.
How to Apply ASO Tools in Practice?
Before the release of software solutions, it is crucial to assess their functionality thoroughly, along with their technical specifications. Ideally, users should enjoy and analyze functionalities directly without going through intermediary research to launch the beta version of the application.
After moderation, it is important to track factors such as:
- Relevance of semantics;
- Positions of the page regarding key queries;
- Dynamics of conversion;
- Completeness of the semantic core;
- Content quality and “usefulness” of the text block;
- Accuracy and value of graphical illustrations.
Periodically analyze the competitive environment to have an idea of competitors’ positioning in the niche, and study their most effective promotion methods.
Today, for review purposes, developers can analyze permissible mistakes with the goal of their timely liquidation; web developers can utilize specialized tracking services. Currently, the most popular analytical platforms include: App Radar, Similarweb.
Conclusion
ASO optimization is critically important because it heavily relies on “live feedback” from actual users. Alongside this, this promotion method is designed to meet the requirements of store algorithms.
